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市場調査レポート
世界の自動車産業におけるグリーンブランディング戦略：主要牽引因子・現状・将来見通し
Green branding strategies in the global auto industry: key drivers, current status and future prospects
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Abstract
This report examines the green branding strategies of the world' s leading
vehicle manufacturers and the market and legislative forces that are driving
these initiatives. It also discusses the strategic implications of green
branding for OEMs and their suppliers, the benefits and risks and also the
response to such strategies by consumers, NGOs and other interested parties.
Chapters include:
- Executive summary
- Introduction and report outline
- Drivers for change: why green branding matters
- Green branding strategies
- The future of green branding
Table of Contents
EXECUTIVE SUMMARY
INTRODUCTION
- Rationale for the report
- Report structure
DRIVERS FOR CHANGE: WHY GREEN BRANDING MATTERS
- The history of green branding in the automotive industry
- Government, regulation and the market for green cars
- Overview
- Fuel economy
- Congestion charging
- Green consumers
- The wider sustainability agenda
- Environmental rating systems
- Economic conditions
- Conclusions
GREEN BRANDING STRATEGIES
- Introduction
- The scope and content of green branding
- Green branding in the automotive industry
- BMW EfficientDynamics.
- Toyota Hybrid Synergy Drive.
- VW BlueMotion
- Ford ECOnetic
- Opel / Vauxhall EcoFlex
- Renault Eco2
- Mercedes-Benz / smart
- Volvo Efficiency
- Land Rover e-terrain technology concept
THE FUTURE OF GREEN BRANDING
- Introduction
- Future regulatory frameworks
- Technology and green branding
- Marketing green performance.
- The business model and green branding
- New entrants and concepts
- Antro Solo
- Gordon Murray T.25
- Fisker Automotive Karma
- Lotus Eco Elise
- Tesla Roadster
- The limits to green branding
CONCLUSIONS
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